Cloud Kicks (CK) wants to ensure Opportunities are associated with the relevant marketing Campaign. In the past, CK has struggled to evaluate marketing Campaign ROI.
Which process improvement should the consultant recommend?
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A. B. C. D.B
To improve the evaluation of marketing Campaign ROI and ensure that Opportunities are associated with the relevant marketing Campaign, the consultant should recommend option D: Validate that the Primary Campaign Source field on Opportunity records is populated.
The Primary Campaign Source field on Opportunity records in Salesforce is used to track the marketing Campaign that is the primary source for generating the Opportunity. By populating this field, Cloud Kicks (CK) can establish a clear link between Opportunities and the marketing Campaigns that contributed to their creation.
Here's a detailed explanation of why option D is the correct recommendation and why the other options are not as suitable:
A. Ensure the Opportunity is associated with an Account record: Associating the Opportunity with an Account record is a standard practice and should already be in place. However, this alone does not provide a direct link between the Opportunity and the marketing Campaign. It helps in understanding the relationship between the Opportunity and the customer but does not address the problem of evaluating Campaign ROI.
B. Leverage the Probability(%) field on Opportunities to forecast revenue: The Probability (%) field on Opportunities is used to estimate the likelihood of winning an Opportunity and to forecast potential revenue. While this field is important for sales forecasting, it does not directly address the issue of evaluating marketing Campaign ROI. The Probability (%) field is based on the sales stage and does not provide specific information about the Campaign that influenced the Opportunity.
C. Ensure the Type field on Opportunities reflects the Campaign source: The Type field on Opportunities is typically used to categorize Opportunities based on their characteristics, such as New Business, Existing Business, or Renewal. While it can be helpful for segmentation and analysis, it does not establish a direct connection between Opportunities and specific marketing Campaigns. The Type field reflects the nature of the Opportunity but does not provide information about the Campaign that influenced it.
D. Validate that the Primary Campaign Source field on Opportunity records is populated: By validating that the Primary Campaign Source field on Opportunity records is populated, CK ensures that each Opportunity is linked to the marketing Campaign that played the most significant role in generating the Opportunity. This allows for accurate tracking and evaluation of Campaign ROI. With this information populated, CK can analyze the success of various Campaigns and their impact on Opportunities and revenue generation. It provides a clear and specific connection between Opportunities and Campaigns, enabling better decision-making and assessment of marketing effectiveness.
In conclusion, option D is the most suitable process improvement recommendation because it directly addresses the challenge of evaluating marketing Campaign ROI by ensuring that the Primary Campaign Source field on Opportunity records is populated.